0
Comparing the MICE Industry:
Asia (Mainland China) versus USA
David L Jones, PhD
Administrative Director
Department of Hos...
What We Will Cover

Key Differences in MICE
Growth MICE market in Asia (Mainland China)
MICE in the USA – mature market
Ro...
Emphasis on MICE
• Asia (Mainland China)
MICE
• USA

MICE
What is the Key to the Difference?
• China
• Exhibitions and Tradeshows
• Key to international trade

• Government meeting...
ICCA – International Congress and
Convention Association: Meeting Types
Dr. Jones Perspective

China MICE & USA MICE
Historical Perspective
历史观点
• Personal experience – early 90s 个人经历-90年代初
Large meetings and conventions 大型会议
• North Ameri...
Western Meeting Specifications
西方会议具体标准规格
• Typical meeting set-ups
典型的会场设置
• General sessions 全体大会
• Breakout rooms 分组会议
...
Typical Meeting Set-ups
典型的会议布局

Breakout
Session
分组会议
General
Session
全体大会
9
Differences in Size of Various Types of Meetings
不同会议类型规格差异
Size of the Meeting Rooms for Conferences –
North America
北美会议用房规格

11
Qualification to be a Conference Center
成为会议中心必须达到的要求
Average group size is one obvious point of
differentiation between c...
Meeting Space Layouts
会议空间布局
Differences in Asian Meetings
亚洲会议的不同之处
Meeting room set-up
会议用房布局
• Requirement of head table at all sessions
所有会议都要求有主桌
...
Asian Meeting Set-ups
亚洲会议布局

Forum General Session Head Table
论坛全体大会主席台

Breakout Session
分组会议

Photo to be
Added
Today’s Perspective
当今观念
• Intra-Asia meetings and forums
亚洲区域内会议与论坛
• Ease and cost of travel have led to
increases in re...
Growth of MICE in Asia
Growth of MICE in Asia
• “Potential MICE market shift to Asia”
Chang (2006)
• New MICE venues mainly in Asia
•
•
•
•

9 ve...
Buyers in China and Asia Survey

Source: CIBTM Survey 2010
Top countries by number of
future scheduled meetings
(2006-2017)

Source: ICCA 2007
Top cities by number of future
scheduled association meetings
(2006-2017)

Source: ICCA 2007
International Association Meeting in Greater China

• Note Hong Kong and Shanghai

Source: CIBTM Survey 2011
Popularity of Cities in
Greater China

Source: CIBTM Survey 2011
Where Are They Going in Mainland

Source: CIBTM Survey 2011
Where Do They Want to Go?

Source: CIBTM Survey 2010
Prediction of China’s Convention and
Exhibition Industry
• ICCA predicts: top MICE destination
• Fast Growth, with 20% of ...
Mainland China Perspective
“The government has recently begun to realize the value
of the meetings industry”
Haiyin Lieu, ...
MICE in the USA:
Mature Market
How Meeting Dollars Are Spent?
Corporate Meetings

Other
42%

Hotels
30%
F&B
28%

M & C - 2006

Association Meetings

Othe...
Attitudes of Meeting Professionals
Survey Highlights: Regional Meetings Professional Predictions
Prediction
Number of Meet...
Role of hotels to the MICE industry

USA
What is a Convention Hotel?
Hotels as Convention Venues Characteristics
• Meeting space, guest rooms and banquet/food
functions
• One location
• Lever...
Convention Hotel Chains – N.A.
• Hilton
• Essentially the founders of convention hotels

• Sheraton
• Before Starwood

• H...
“Big Boxes”
• Several 1000 rooms
• Multiple ballrooms, exhibition hall or facility
• Where?
• Las Vegas
• Orlando
• Chicag...
How Does a Convention Hotel Differ from a
Convention Center as Convention Venue?
Role of Hotels
Role of hotels varies depending on where the main
meetings are to be held.
Hotels may supply:
Accommodation...
Conventional Hotels - Asia

• Global Brands
• IHG more than in N.A.
• Accor – Sofitel
• Kempinski

• Different brands with...
Convention Delegate Spending –
USA - Breakdown

Hotels are the main beneficiaries of MICE: As much as 75% of total
delegat...
Why do Hotels Want MICE Business?
Reasons

Important source of revenue
F&B and other services
Increase room sales.

Repeat business (meetings on regular bas...
What types of facilities do you use
for most of your meetings?
2005 Meetings Market Report

Association

Corporate

Indepe...
Why would a hotel prefer an in-house group?
What it takes to be a convention venue hotel
Flexibility
Meeting space
Guest room locations
Service standards
Creativity
D...
Resorts and Integrated Resorts
Cases: Large Properties

Venetian and Palazzo Resort
MGM Grand
Hilton Hawaiian Village
Hilton Waikoloa Village
Atlantis – ...
Venetian &
Palazzo in
Las Vegas
Atlantis Hotels Bahamas & Dubai
Large Properties versus Small Properties
Large properties can cater a wider range of MICE
activities
Small corporate meeti...
Mainland China

Unique case of hotel convention venues
Convention Venue/Resort Domestic Hotels
OYC – Zhaoqing
First World Hotel – Hangzhou

Metropark Resort·Spring
Plaza, Zhuhai
Do Our Assumptions on Hotel Meeting
Space Apply in a Global World?

在全球化的世界里我们关于
酒店会议空间的看法是否能够应用?
What Size Should the Meeting Space Be?
会议空间规格应当多大?
China
中国
USA
美国

UK
英国

1.3

0.3

0.06

0

0.2

0.4

0.6

0.8

POPULATI...
Comparing Possible Number of Attendees and
Meeting Space
比较一下可能参加会议代表人数与会议空间
Financial industry employees per institution ...
Comparing Possible Number of Attendees and
Meeting Space
可能会议代表人数与会议空间
Financial industry employees per institution 每个金融行业...
Marriott’s Orlando World Center Case Study
万豪集团奥兰多世界中心案例研究
Today’s Meeting Space
今日的会议空间
How It Got There
发展沿革
Year
年

Guest Rooms
客房

Ballrooms/Exhibit
Halls宴会厅和展厅

Size (Sq. Ft.)
规模(平方英尺)

PreOpening
1983
开业前
...
Important Research Questions to Be Asked
需要提出的重要研究问题
• Do we need larger space?
我们是否需要更大空间?
• How large should a hotel mee...
Future Convention Center
Facilities in Mainland China
未来中国内地会议中心设施
Anticipating the Trend?
预测趋势?
Two Case Studies
两个案例研究
China National Convention Center
中国国家会议中心
Shanghai Expo Center
上海博览会中心
Size Specification Highlights
具体规格之亮点
Convention Hall – 6,400 sq. meters (5,700 people)
会议厅--6400平方米(5700人)
Ballroom – 4,8...
What is the Future?
未来会是怎样?
Thank You
谢谢大家
USA versus Mainland China MICE Comparision (10.28.13)
USA versus Mainland China MICE Comparision (10.28.13)
USA versus Mainland China MICE Comparision (10.28.13)
USA versus Mainland China MICE Comparision (10.28.13)
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USA versus Mainland China MICE Comparision (10.28.13)

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Presentation to Beijing International Studies University in Beijing and East China Normal University in Shanghai students studying event management

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  • China has 25% more employees per institution
  • China has 25% more employees per institution
  • Transcript of "USA versus Mainland China MICE Comparision (10.28.13)"

    1. 1. Comparing the MICE Industry: Asia (Mainland China) versus USA David L Jones, PhD Administrative Director Department of Hospitality Management University of San Francisco November, 2013
    2. 2. What We Will Cover Key Differences in MICE Growth MICE market in Asia (Mainland China) MICE in the USA – mature market Role of hotels to the MICE industry Understanding other types of hotels and resorts for MICE – Integrated Resorts • Future? • • • • •
    3. 3. Emphasis on MICE • Asia (Mainland China) MICE • USA MICE
    4. 4. What is the Key to the Difference? • China • Exhibitions and Tradeshows • Key to international trade • Government meetings • USA • Associations • Organizations of people with like interests • Corporate meetings • Sales meetings • Management meetings
    5. 5. ICCA – International Congress and Convention Association: Meeting Types
    6. 6. Dr. Jones Perspective China MICE & USA MICE
    7. 7. Historical Perspective 历史观点 • Personal experience – early 90s 个人经历-90年代初 Large meetings and conventions 大型会议 • North American and European meetings coming to Asia, but not really China 北美与欧洲会议引入亚洲而非中国 • Exhibitions and tradeshows 展览与贸易展 • Focus was on attracting Westerners to Asia 主要目的在于吸引西方人到亚洲来 • Small meetings 小型会议 • Local offices of North American, European and Japanese Companies 北美、欧洲与日本公司的当地办事处 • What Does That Mean? 其意义何在? 7
    8. 8. Western Meeting Specifications 西方会议具体标准规格 • Typical meeting set-ups 典型的会场设置 • General sessions 全体大会 • Breakout rooms 分组会议 • Size of meeting sessions 会议规格 • Exhibits associated with association meetings – 54% of tradeshows managed by associations 与协会相关之展览--54%的贸易展由协会组织 • Basis of how Western hotel meeting rooms are built 西方酒店会议用房的建造基本知识 8
    9. 9. Typical Meeting Set-ups 典型的会议布局 Breakout Session 分组会议 General Session 全体大会 9
    10. 10. Differences in Size of Various Types of Meetings 不同会议类型规格差异
    11. 11. Size of the Meeting Rooms for Conferences – North America 北美会议用房规格 11
    12. 12. Qualification to be a Conference Center 成为会议中心必须达到的要求 Average group size is one obvious point of differentiation between conference centers and convention facilities. In addition, IACC believes that specializing in smaller meetings will lead to greater consistency and higher quality in the meeting product. Nonetheless, IACC may make allowance for average group size up to 100 people. 会议中心与会展设施之间的一个明显区别是会议团体的平 均规模。国际会议中心协会(IACC)认为专注于小型会议可 以保证会议产品更好的一惯性与更高质量。IACC认为可以接 受的小型会议规模应该是在平均100人以下。 International Association of Conference Centers 国际会议中心协会
    13. 13. Meeting Space Layouts 会议空间布局
    14. 14. Differences in Asian Meetings 亚洲会议的不同之处 Meeting room set-up 会议用房布局 • Requirement of head table at all sessions 所有会议都要求有主桌 • Formality of meetings 会议的正式性 Simultaneous interpretation 同声传译 Size? 规格? 14
    15. 15. Asian Meeting Set-ups 亚洲会议布局 Forum General Session Head Table 论坛全体大会主席台 Breakout Session 分组会议 Photo to be Added
    16. 16. Today’s Perspective 当今观念 • Intra-Asia meetings and forums 亚洲区域内会议与论坛 • Ease and cost of travel have led to increases in regional meetings 旅行之便捷与成本导致区域性会议增加 • Associations are growing in Asia 亚洲协会在增长 • CHINA!!???? 中国呢!!???
    17. 17. Growth of MICE in Asia
    18. 18. Growth of MICE in Asia • “Potential MICE market shift to Asia” Chang (2006) • New MICE venues mainly in Asia • • • • 9 venues in Korea since 2001 Influx of venues in Southeast Asia - Singapore Macau – what is happening in SAR Beijing and Shanghai – the future
    19. 19. Buyers in China and Asia Survey Source: CIBTM Survey 2010
    20. 20. Top countries by number of future scheduled meetings (2006-2017) Source: ICCA 2007
    21. 21. Top cities by number of future scheduled association meetings (2006-2017) Source: ICCA 2007
    22. 22. International Association Meeting in Greater China • Note Hong Kong and Shanghai Source: CIBTM Survey 2011
    23. 23. Popularity of Cities in Greater China Source: CIBTM Survey 2011
    24. 24. Where Are They Going in Mainland Source: CIBTM Survey 2011
    25. 25. Where Do They Want to Go? Source: CIBTM Survey 2010
    26. 26. Prediction of China’s Convention and Exhibition Industry • ICCA predicts: top MICE destination • Fast Growth, with 20% of annual growth rate, because: • rich natural and cultural heritage • safe travel environment, • 40,000 establishments of foreign companies • CEI-Asia survey (magazine): • 37% corporate picks China as the MICE destination in 2006, become top of the world and surpass Thailand • ICCA, SITE, MPI: China’s MICE industry 5 fold in 2020 Source: CNTA 2007
    27. 27. Mainland China Perspective “The government has recently begun to realize the value of the meetings industry” Haiyin Lieu, CEO of the China National Convention Center
    28. 28. MICE in the USA: Mature Market
    29. 29. How Meeting Dollars Are Spent? Corporate Meetings Other 42% Hotels 30% F&B 28% M & C - 2006 Association Meetings Other 35% Hotels 28% F&B 37%
    30. 30. Attitudes of Meeting Professionals Survey Highlights: Regional Meetings Professional Predictions Prediction Number of Meetings Number of Attendees per meeting Overall Meetings Spend within organization Regional Meeting Demand Lead Times Top 5 Meetings Destinations (Source: Cvent, 2013) North America 1.5% 0.6% 0.0% 2.3% -1.6% 1. Orlando, FL 2. Chicago, IL 3. Las Vegas, NV 4. Atlanta, GA 5. San Diego, CA Europe 0.0% 1.8% -1.8% -2.4% -2.7% Asia Pacific -1.2% -2.4% -3.6% 4.0% -4.0% 1. London 2. Paris 3. Barcelona 4. Amsterdam 5. Brussels 1. Shanghai 2. Singapore 3. Sydney 4. Hong Kong & Macau 5. Bangkok & Chiang Mai
    31. 31. Role of hotels to the MICE industry USA
    32. 32. What is a Convention Hotel?
    33. 33. Hotels as Convention Venues Characteristics • Meeting space, guest rooms and banquet/food functions • One location • Leverage of pricing • Décor and ambience • Specifically built for meetings • Brass, glass, marble, wall coverings, plush carpet • Hotel company versus government managed • Ownership and management • Convention center development tied to hotel development • Funding • Multiple concurrent events and meetings • Size
    34. 34. Convention Hotel Chains – N.A. • Hilton • Essentially the founders of convention hotels • Sheraton • Before Starwood • Hyatt • Always had some big hotels in major cities • Marriott • Grew rapidly in the mid-1980’s with convention hotels • Renaissance • Fairmont • Selected hotels
    35. 35. “Big Boxes” • Several 1000 rooms • Multiple ballrooms, exhibition hall or facility • Where? • Las Vegas • Orlando • Chicago • Atlanta • Now Asia and Middle East • Who? • Global brands • Gaming companies - LV Sands, MGM, Wynn
    36. 36. How Does a Convention Hotel Differ from a Convention Center as Convention Venue?
    37. 37. Role of Hotels Role of hotels varies depending on where the main meetings are to be held. Hotels may supply: Accommodation & some meals • When all the activities of the convention are held elsewhere Accommodation, meals, seminar rooms for supplementary sessions • When the major convention is held elsewhere Facilities for associated receptions, banquets & supportive events • When some of the convention activities are held elsewhere and delegates stay in other hotels Inclusive residential conferences and meetings • All the activities related to the convention are held and delegates stay in the same hotel
    38. 38. Conventional Hotels - Asia • Global Brands • IHG more than in N.A. • Accor – Sofitel • Kempinski • Different brands within group - Marriott – JW Marriott and Renaissance, even Ritz-Carlton • Asian Brands • Shangri-la • Regal • Millennium Capthorne
    39. 39. Convention Delegate Spending – USA - Breakdown Hotels are the main beneficiaries of MICE: As much as 75% of total delegate expenditure is on accommodations and meals even when the main conference is in other venues.
    40. 40. Why do Hotels Want MICE Business?
    41. 41. Reasons Important source of revenue F&B and other services Increase room sales. Repeat business (meetings on regular basis) Meeting rooms can be used for different purposes (i.e. private parties, dance etc) Being divisible and adaptable serve for several types of functions (exhibition halls, banquet halls, meetings, receptions etc) The average spending of the resident conference guest is higher than that for other market segments Balancing the market mix!! Economic cycles
    42. 42. What types of facilities do you use for most of your meetings? 2005 Meetings Market Report Association Corporate Independent Several chains Independent hotels Conference centers 74% 46% 35% 61% 45% 49% 71% 60% 39% Convention centers Boutique hotels Special venues No particular type One particular chain 46% 24% 19% 14% 1% 35% 18% 23% 14% 1% 34% 36% 27% 10% 2% Source: Golden-Romero 2007
    43. 43. Why would a hotel prefer an in-house group?
    44. 44. What it takes to be a convention venue hotel Flexibility Meeting space Guest room locations Service standards Creativity Different groups – different expectations Attention to detail Strong revenue and space management Forecasting Systems to manage guest rooms and meeting space Experienced and dedicated staff to meeting and conventions
    45. 45. Resorts and Integrated Resorts
    46. 46. Cases: Large Properties Venetian and Palazzo Resort MGM Grand Hilton Hawaiian Village Hilton Waikoloa Village Atlantis – The Palm - Dubai
    47. 47. Venetian & Palazzo in Las Vegas
    48. 48. Atlantis Hotels Bahamas & Dubai
    49. 49. Large Properties versus Small Properties Large properties can cater a wider range of MICE activities Small corporate meetings of 30 to International Association Convention of 1,000 Smaller properties with close proximity to Convention Center can still take advantage of hosting all the F & B functions, supplementary sessions Large properties tend to host international MICE activities while small properties tend to hold local MICE activities
    50. 50. Mainland China Unique case of hotel convention venues
    51. 51. Convention Venue/Resort Domestic Hotels OYC – Zhaoqing First World Hotel – Hangzhou Metropark Resort·Spring Plaza, Zhuhai
    52. 52. Do Our Assumptions on Hotel Meeting Space Apply in a Global World? 在全球化的世界里我们关于 酒店会议空间的看法是否能够应用?
    53. 53. What Size Should the Meeting Space Be? 会议空间规格应当多大? China 中国 USA 美国 UK 英国 1.3 0.3 0.06 0 0.2 0.4 0.6 0.8 POPULATION 人口 1 1.2 1.4
    54. 54. Comparing Possible Number of Attendees and Meeting Space 比较一下可能参加会议代表人数与会议空间 Financial industry employees per institution 每个金融行业单位人员 Hotel ballroom sizes – Hyatt Hotels 酒店舞厅规格--凯悦酒店
    55. 55. Comparing Possible Number of Attendees and Meeting Space 可能会议代表人数与会议空间 Financial industry employees per institution 每个金融行业单位人员 Hotel ballroom sizes – Hyatt Hotels 酒店舞厅规格--凯悦酒店 Grand Hyatt Macau – 20,742 Sq. Ft. – 2,500 Theater Style
    56. 56. Marriott’s Orlando World Center Case Study 万豪集团奥兰多世界中心案例研究
    57. 57. Today’s Meeting Space 今日的会议空间
    58. 58. How It Got There 发展沿革 Year 年 Guest Rooms 客房 Ballrooms/Exhibit Halls宴会厅和展厅 Size (Sq. Ft.) 规模(平方英尺) PreOpening 1983 开业前 1500 2 25,000/30,000 Grand Opening 1986 开业 1500 2 37,000/40,000 Today 今天 2000 4 37,000/40,000/ 50,000/105,000
    59. 59. Important Research Questions to Be Asked 需要提出的重要研究问题 • Do we need larger space? 我们是否需要更大空间? • How large should a hotel meeting space be? 一个酒店的会议空间应当多大? • What is the ideal layout of meeting space in hotel or convention center in Asia? 亚洲会议中心或酒店的会议空间理想布局是怎样? • How much meeting space at convention centers? 会议中心有多少会议空间? 63
    60. 60. Future Convention Center Facilities in Mainland China 未来中国内地会议中心设施 Anticipating the Trend? 预测趋势? Two Case Studies 两个案例研究
    61. 61. China National Convention Center 中国国家会议中心
    62. 62. Shanghai Expo Center 上海博览会中心
    63. 63. Size Specification Highlights 具体规格之亮点 Convention Hall – 6,400 sq. meters (5,700 people) 会议厅--6400平方米(5700人) Ballroom – 4,860 sq. meters (3,000 for banquets) 舞厅--4860平方米(3000平方米用于宴会) Shanghai - Auditorium Seating 2,500 上海--演讲厅座位2500个 Shanghai 106 Meeting Rooms 上海106间会议用房 • 11 Can Seat More Than 200 People Each 其中11间房每间都可以容纳200余人 Beijing Nearly 100 Meeting Rooms 北京几近100间会议用房 • 3 Can Seat More Than 540 People Each 其中3间房每间都可以容纳540余人
    64. 64. What is the Future? 未来会是怎样?
    65. 65. Thank You 谢谢大家
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